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>> i am glad to be with you here. going back in time in the final years in eastern europe 1988 at the time of the strictest the company -- countries next a moscow. i could visit their a number of times and in 1988 something interesting happened with the cultural capital of germany the city will known as being bombed during world war ii and was

still partially in ruin. during that day i was followed by the police the want to give you a quick and educational look of what it looks like in 1988 along line of people trying to get bread there is still damage on the building. but they decided to follow me around and this is meet taking notes on the streets taking photos nearby minute to see what i was up to. this year is the schedule and here's what it says. had 8:00 the observation has begun.

the automobile than attend 50 then i go to the antiquities store and so on and so on. then if you read in greater detail and there is not a lot of detail a.m. it is, call one he is looking at a map than three minutes later he is still looking at a map. so you may say the interest of the secret police this is what i was up to and staying there in $25 a day but the interesting thing about that even though i had secret police following meet i knew very little about me compared to most people in

the united states today. information gathering in the internet era is much more efficient and began digging related to one place -- police overtime. this and so i began to wonder the collects dated today what do they look like? that is the motivation of my book who is gathering data. to what impact does it have? so who does gather data? this is someone who gathers the data will surprising i have come across somebody gas. a 70 year-old man that was once considered a god and here's the answer.

>> jimmy page of led zeppelin. if you go to jimmy page.com he has been a first name last name e-mail address and date of birth he was all of this just to go to jimmy page.com and the rule is if both wild rock-and-roll lurches gathering data and their few companies that are not. the company was referencing before is the realization of everyone is affected in different ways but no one is exempt from the collection of data about them he died when i was working as a correspondent and it was expected you would die deal obituary rail later that evening and the next day and

something else i could say about gerald ford but the interesting way to do it this is to try to find ceviches as an actor for years ago with the very first episode of started life portrayed the president as a bumbler to stumble over the desk with a humorous routine if you want to find a celebrity you call the publicity or lawyer or agent and it takes days to set up the interview. but working for the wire service looking into the dossier phial of a company that specializes i found a name and number for his wife. i called the number of light to reach chevy chase and he

is with me right now i am on the top of the mountain in colorado we are seeing some people call you when we get to the bottom. 30 minutes later he gives me an interview how he met gerald ford and what a gracious man he was. five run the article and ceviches calls again to say how the hell did you get my eighth daughter cell phone number? then he said the following i just made four of gerald ford. then i realized liberties politicians and sports heroes ordinary people is where the data brokers collect for and you cannot be exempt very easily. x and it is several fold and

also lost vegas is interesting because public records are the basis of what data brokers use about people. wedding amber's documents more than anyone else. they become public record that anyone can look up to find the address or details for people. there is more surveillance cameras in private spaces in las vegas this matter is one of the most sophisticated roles.

one but there was one man covered from head to foot and a man in a t-shirt and so even in different parts with different cultures it is emblematic of the wild world. and the flagship property of the role this caesars palace. the man behind caesars palace today the ceo is interesting in the history of casino bosses if you think of bugsy siegel you may have seen the movie casino it is a different breed nowadays. teaching at m.i.t. then became on the harvard

business school typically work four days then fifth days you can do consulting for outside companies. the following issue putting the surface change to work. if you come to my pizzerias today the year over year over of a lifetime that could be seven or $8,000. that is the revenue stream of whole little pizza place and in commercial aircraft billions of dollars. his idea was how do we do this in the casino world? but the games are exactly the same the odds are the same. accompli the slot machine or the craps machine in every

six casino the properties lot different but his was to build a program to keep you coming back by gathering more data about you. back in the olden days, in the "twilight" zone is the only place where the machine could know anything about you. there is a 1960's episode called the fever were a player is called by the slot machine it called his name and it beckons him over. but this in today's world it does know about you. sova to step back about the history of modern world of the consumer data collection. the image in the background from greenspan that decades

before was given out to buy things in the supermarket. maybe if you bought $100 worth of greece then you could get a toaster or another prize. but they didn't know who you were in tell the day you showed up to put down your coupons book and say i want my toaster. but they wanted to know who are my valuable customers? so the next evolution was the modern day airline will deprogram. in 1981 united introduces as a loyalty program. may try to figure out what's makes him special so he only flies us but the problem with that was people were using different phone numbers and addresses they cannot properly track to see

you there best customers were. so let us offer a reward to track our best customers. almost instantly then it spread to hotels and rental cars. in the casino context. with this is the slot machine it is interesting how the evolution of brains from the slot machine will little lever was spinning inside it was not intelligent but then came along this guy who was the casino entreprenuers still in las vegas today actually standing in front of his current innovation. he realized when christmas he was opening a present for

his children and in amongst them plus this beacon spelled game the early electronic game where you would see the word to spell that out. it was only $5,460 a pretty sophisticated at the time. he was trying to build planes to track people on the slot machine so there was hardware to be installed so it was expensive. [inaudible] >> so john became fascinated how can they do this so

cheaply it costlier for hundred dollars to build this on the side of a slot machine he got a screwdriver to open the back and he was inspired. the children did get one last - - one last gift but looking were each slot machine could track so the way it works today when you arrive at a casino you step up to the counter and register your name and address and other details. this is voluntary if you don't want to join you don't have to. but did you want the freebies the free rooms and benefits then you will join the program and the overwhelming group of people to choose to do joint.

and to save the dollar to run the in entree. and then you hand the car they will register of the purchases. they will know everything you do in the public space at caesars. >> and behind the scenes as well. so they cut and swiped their card ones following in front of the room in the back of the house as well. to have better service or goods so here is a picture of the famous buffet in caesars palace a busy holiday weekend but it is a long line to to the all-you-can-eat buffet.

with you moved up you could go to the seven stars eat light so more services did you get to go to the french that is why people join the programs. if you do join they will know the incredible amount of intimate detail the instant you play. here is an example what a casino manager will know. he will have exact details. this says for example, location. the slot machine players john smith is playing right now. he is a seven star member wishes the top-level a very important client to go say hello. and now and then to be at the top level as well.

he typically spends $212 per night and he should have lost $125 today because he spent $1,450 that they keep to an% on average but he actually lost 59 he had a pretty good night with the statistical odds. and then the last trip he should have lost five of its $63.000000000 loss $772. it is all determined by the statistical odds of the machine keeping 10%. and then he has extra credit and so on. knowing that information allows the host to step up

good evening mr. jones. glad you are here. they talk and often they're not completely clear how much money they're actually losing. maybe a hundred and 50 they did not exactly know. the other thing back and have been vacancy he is down he should not have lost that much remember previously he typically plays $200 so he may come up to say a word like to give you a free steak dinner or to the comedy show so they feel good about the experience since they had a core evening at the gambling table. they know what drinks you prefer. drinks are not only served in this manner.

there are some things the casino does not know but it does know what is happening in the public space but not in the private. here is an actual door that i photograph with research and the dress code for this party is naked if you don't like to party needed please check out the party's upstairs. thank you. this is the wild activity in vegas. of course, the video surveillance from the casino a typical large casino may have 3,000 or 5,000 but natalie the customers but the back of the house there is lots of opportunity for

self in richmond. you could count the many wrong and you could not charge for drinks hoping your tips would increase. even if you have 3,000 cameras you don't have 3,000 people watching them blisses telos vegas strip security guard they have monitors that show different points of the casino. here are some insurance points in many cases it can be very good or negative. you leave your handbag there you cannot find which machine you were sitting and

maybe you had a drink or to come and they can go back on the tape may be someone picked up the bags they can follow to where it is. so often times this surveillance could be used for different purposes beyond casinos also how widespread this has become worldwide so for example, you can see up here that says we're watching video surveillance there is another example of that that the area is under video surveillance. it allows a church to be open without someone to be there all the time but you can say you have not been coming to church much lately retracting your behavior

that is more intrusive so it is used in a different way. technology is not new. this was used by an ancient tyrant. and at the very top he was behind this outlet and hear the talking of the prisoners. it is not new but just more sophisticated. know i want to take you a typical folder of what someone may look like. with the court records were confirmation and with

professional licenses. in to be in numerous web sites and their more sophisticated white but lawyers look for when they're looking for people. at the same time those that's seem to be more into meant or troublesome silent to explain some of the list like baby boomers with erectile dysfunction. 1.7 million men. i came across this list does of with data brokers at the annual convention that was also held the loss they guess.

so how is it you have a list like this? they volunteer this information. would it be possible for me to buy 1,000 names? and to sarah propose the following e-mail or letter i understand your on this list :to ask if you have received commercial offers in did you know, you were on this mailing list? but to send a letter like that would be immoral use of our data. so this example of many data brokers parkway secretive how they handle the data. erectile dysfunction is one of many categories on this

long last it is called hypertension in confidence and schizophrenia but you want a list of women who are schizophrenic you could say it is out there. companies don't deal with that kind of data. but according to the web site of this company these are some of their clients. proctor and gamble, toyota gamble, toyota, and so on and so forth. pillars of the american in the economy. is widespread. picasso be used in ways for other kinds of harm so now to talk about the humiliation if you visit las

vegas today one of the sites that have opened is a rich criminal history las vegas as it is worthwhile to visit if you go there this is how with begins and there is a room you can pretend to be on the criminal lineup people think it is hilarious there is a lot of laughter in that room. it is not so funny when a sexually hatpins in real life. maybe 40 million americans only some of whom face criminal charges. seven entreprenuers made a business to publicize the of my shots but they were

hidden away from the public but if you were a celebrity they may end up in the paper so one talks about the mug shot business. his innovation was to print up a magazine to put a funny photos and selling at convenience stores and gas stations. then expanded to the internet to put people's photos on the internet but when you look up the site lookup john smith. , so this would come up prominently on the searches.

here is a citizen of florida and her friend called her and said joy meet for lunch. she said i will keep you company but she ordered a small portion of lintels when the bill came the odor charger for the large and she said only order the small issue refused to pay the difference resellers $0.68 she laid the amount down the left the restaurant and she said that i will call the police he called the police and their wrested paula and took her to jail where she spent five hours. for the case was dropped it was only $3.68 years past she was looking for a job in someone said i looked up your name on the internet's that old mud shot come supper so it was posted but

"the twist" is of the original business concept you are horrified this could hurt my chances to get a job. it says we have a convenience fee of $100 you can remove the photo. it was allowed under the law although now there are disputes. it was the case the law was hazy not blackmail that unless you did this we're putting it up they put up and then later if your horrified they offer the chance to take it down. so what kind of person would go into this business? there is a whole chapter about the man behind it.

and here are six gunshots who lived a bit and and ruby used was the high-school a drug dealer with a few other scrapes with the law who was a smart guy who went to various financial businesses five and then got into the mug shot business this is what he looks like today living in austin, texas. there are some other variants there is one called my ex your former girlfriend former boyfriend can go up they can be compromising your naked photos also this convenient feet $499 they will remove it.

so take the concept of the take down three. as unmentioned people have been merged here is one that is very successful thanks to clever marketing. then a mug shot photo came up that says let's get this person check out the arrest record. you can check what they say. to be sure this information is accurate so please be cautious when using this tool. southey's make public information from where you

live for your phone number or if there is a criminal record. but this company in africa - - in particular who was behind it and the staff. the objective would was to shine some light on these companies. sa with the statements and lot of postings ahead they say we have never seen her but over a period of weeks nothing happened slide began to suspect there is something odd about christine blake's life begin to search of a missing woman i became convinced she was not a real person but a fictitious creation. i did find out one clue is

all whole chapter in the book and i am answering customer mail if i could find the woman in the thumbnail to cedi work for this company? core is a fictitious person? from that little photo i could find a little head shot of the zero woman i found another picture of a woman in a bikini from there i found other photos. she had a fake surname her first name was ann ultimately like to find there was another web page to is married to tom. i would find various documents they came across a bankruptcy petition.

and i thought victoria's secret has piqued my interest then it gave includes to where the couple lived and ultimately i could track her down. this is an episode from of photo how much information i could learn. it is a story how she was legitimate not involved in modeling of she was posting photos on the internet but because our conversation is

recorded it is and are rated interesting. i want to say the work for this company in what can you tell me? here is what he said. 10 years ago you put pictures on the internet it was total anonymity but not now. menu get a guy from harvard to call you applied yourself of. that is the smallest piece of information and can lead to a lot of stuff. bill little piece of information and it is hard to see anything but a few more pieces than the full picture comes into view. that is why you should be careful how you share your data i don't say you must do this are follows this but to give thought to the world of data collection and that now

exist and shared accordingly. because i encourage you to look into how little works. here is a cartoon that sums up the sentiments and it says your call may be monitored here internet searches may be recorded your whereabouts maybe attract and to most intimate personal details may be accumulated to better serve you. but then that summer on the same trip on the counter on a turkish airlines flight the agent behind the desk there is a sign here of to the side. if you look closely it is a recording device it records the conversation and the

sign says in order to improve quality of service your conversations are being recorded. it is not just common to our country but throughout the world as data is gathered. they can be done that is great for service or that causes embarrassment for people down though wine. so what do they do? here grizzling kin gettysburg addressed 272 words and echoed through the time as we know it. by contrast the "gettysburg address" with the privacy policy 6,269 words.

if you really want to find out what this company does with your data there are sections you can go to more quickly to combine it and then sell it to other people. that is what you think of as personal data. but one thing about the world of casinos they hold their dative very tightly because it is a valuable asset so they do not share it beyond the walls of caesars palace for example, did not want their competitors to know. if you join the program you know, that they are a trusted company. lot of transactions today are of skier. who gathers it and what happens over time.

and then something like a nutrition label for personal information you could quickly say we have fiduciary data to say something simple like we're glad you love our service we are a free service in order to make money to gather information to target advertising as best we can. as what they do with our data to give a little more insight for outsiders. there is more of this in financial statements is a little more clear with the regulation there. my conclusion that personal data lives forever. any information you give up now never disappears so in

the past you told the store keeper something that was it but no it is accumulated by massive data a broker companies that you don't know about. many that have hundreds or thousands of datapoint its. they do not always portray or predict reality. to one of the big data brokers last year had the initiative that you go look up what information they have about you as a consumer profile. but it does not cost anything if you like sports or not people have often said they have little details wrong. how many children or but

they're not interested in hunting or so on. a lot of data is correct although some is wrong. another issue is that business services that are open that give good value in return will prosper. so that casino model we have a lot of data and we are clear about the individual mechanics but we're clear about the equation. but in the opposite of that with the personal data practices and i thank you can trick people to extract data but over time if there is said dative breach that will lead to damages for

corporations about how they gather the information and what they do with it. it is something to keep in mind. the general outline is examples of stories of the world of personal data. and ultimately with the message to be informed what you'd do it if you'd do want to take more strenuous protections you can do this but it is no stopping it. with that i will answer any questions. [applause] >> there will always be ways to get the data.

what about how the data is used? >> should be individuals or other entities of the uses of a good question but the quick advance of technology we are here at a law school right now many of you could go into the field with the guidelines of regulations and standards but right now i try to encourage the consumer to empower themselves. but there could be those standards to help out with those regards such as medical data are those that protect the data was such a

wide scale than the version we protect data to sexual orientation or religion or other sensitive information? please their worthy of consideration but my point is even what we have now you read the story a month from now if you are cautious with what you share with data is to your advantage. we talked about the case of jennifer lawrence but the documents to the crowd with the other could we being

corrected sir more of a pain more of an effort may be that is what you do financial documents and so on. any other questions? >> what surprised you the most? >> any individual at that scale and as i pointed out this vast array that one day i got a solicitation from the aclu with my new home address i said can you uncover this mystery how did you get this? they found out a magazine that i was subscribing to so i called up one day and they

said resell information. so the magazine is not sensitive to that vast amounts of data that is sold because it was making $0.10 to sell my name if you will supply that by hundreds of thousands that is revenue. so that does not sound interesting. >> if you want to get people to do something you make it easy. so try scrolling through a policy of 6,000 words then you have different websites where people want to adjoin like facebook. and to unravel the choices

so what you think it would make it easier for those intelligent choices? i feel i reached -- reasonably intelligent but after a matter of time. >> handle the same privacy policy so complex than tinkled even though studying it cannot understand it. have you done that experiment? >> with the privacy experts

from pittsburgh. >> so saying it is the fundamental failure. maybe that is your goal. in data. there is the kind of data we gather that is not so bad he did have the nutrition facts bear with the abbreviated version of and as i mentioned credit cards and financial statements have

simplified some aspects these their models to help. and honesty should be rewarded those that were of frustrated by what the companies are doing so calling all for something simple so with your city is an example of that. >> but just to say i did agree because whenever you need to do to buy something on the internet first of all, you know, you do not understand it. and then the purpose is to make it understandable. maybe anger cynical.

but also of to recognize. >> you are right. it doesn't have to me that way. will hold data aggregation advancements that have made our lives better and did those things were happening with industrialization so there is some progress that we need to look at. so what they do with the data to allow for good marketing and targeting but the impact potential of this

mass segregation of personal data is something we should look about. we care deeply about your privacy. that the lot is weak in many aspects including the nutrition label we follow the law. but say i will not be with the category.

>> talk about the privacy commissioner to oversee those broad categories of they collect the data what they do with the information what they share with the affiliate's to be relatively digestible for those to understand. , those companies have to comply to give a clear answer. one latin happen in most aspects of data at a gathering.

>> but to put your finger on the scales and basically at this point you need to ask people for information for marketing purposes and in that it would be illegal and i understand you can run these websites rebar but the company basically says i ask you to do something, but is not intended for that. so let them try to explain it.

said then they tried to persuade me then to have it say yes. >> that is more than the european model to opt in rather than opt out. certainly there is more choice. and then to have a device or so on and was talking to entreprenuers the faisal i can make it cheaper otherwise i met a disadvantage. but to be very torn by this issue. that helps to sell the data.

but why should that nature gather data as a default? so i agree with what you are saying it is not on a national scale the way it should be. but in any case thanks for coming out the ice talking to you. i'll answer any questions after as well. thank you again.

now new when

>> is basically the same michael lot of energy into the proposal itself appointed to make sure if i wanted to live with this person for many years and work late at night and on the weekends i wrote a pretty "in-depth" proposal then i get the okay from my publisher i do a lot of research. their research for months and months then they start to write in research and write then finally at the very end of the still looking of things and doing extra reading and writing.

for me it is motivating to mix the two processes. . . you're i happen to get